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Markenbewertungsmodelle - Ein Vergleich von Einflussfaktoren in aktuellen Markenbewertungsmodellen vor dem Hintergrund internationaler Bilanzierungsrichtlinien

Markenbewertungsmodelle - Ein Vergleich von Einflussfaktoren in aktuellen Markenbewertungsmodellen vor dem Hintergrund internationaler Bilanzierungsrichtlinien

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität der Künste Berlin (Institut für Theorie und Praxis der Kommunikation), Veranstaltung: Internationale Kommunikation, Sprache: Deutsch, Abstract: Das Phänomen Marke hat in letzten Jahren unglaublich viel Aufmerksamkeit bekommen. Ausgehend von Kommunikationsexperten diffundiert das Thema Marke zunehmend auch in die Betriebswirtschaft. Inzwischen informieren sich nicht mehr nur Marketingmanager über die Marke und ihren Nutzen fürs Unternehmen auch Finanzexperten diskutieren über die Marke als Vermögensgegenstand. Die Markenanalyse reicht inzwischen auch weit über den reinen Blick auf die Bekanntheit oder die Assoziationen von Marken aus. Für fast alle Anwendungsbereiche der Markenbewertung die sich an den Schnittstellen zur Betriebswirtschaft befinden ist eine monetäre Bewertung inzwischen unerlässlich. Das heisst es wird versucht zu messen wie viel Euro ist eine bestimmte Marke wert ist. Dass es kein einfaches Unterfangen ist, ein "Erzeugnis der Massenpsyche" (Domizlaff über die Marke in: Giesen, S.4) in Geldeinheiten zu messen scheint nur allzu verständlich. Wesentliche Gründe für diese Entwicklung liegen in der Internationalisierung der Wirtschaft. Das Bestreben auch in anderen Märkten als dem eigenen aktiv zu sein und das zunehmende Verständnis für den Wert von bereits eingeführten Marken hat vermehrt zu Akquisitionen (vgl. Sattler 1999b, S.2) geführt, bei denen einer zuverlässigen monetären Markenwertmessung immense Wichtigkeit zukommt. Aber auch das Thema Bilanzierung von Marken ist hochaktuell. International agierenden Unternehmen in Europa werden ab 2005 dazu verpflichtet sein nach internationalen Richtlinien zu bilanzieren und dann wird die Bilanzierung von finanziell erworbenen Marken zur Pflicht. Auch neue Richtlinien zur Kreditvergabe sorgen für zunehmendes Interesse an finanzieller Markenbewertung.


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Product Details
  • ISBN-13: 9783656612261
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3656612269
  • Publisher Date: 24 Mar 2014
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 63 gr


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Markenbewertungsmodelle - Ein Vergleich von Einflussfaktoren in aktuellen Markenbewertungsmodellen vor dem Hintergrund internationaler Bilanzierungsrichtlinien
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Markenbewertungsmodelle - Ein Vergleich von Einflussfaktoren in aktuellen Markenbewertungsmodellen vor dem Hintergrund internationaler Bilanzierungsrichtlinien
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